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You are comparing apples and oranges. As the market, that is individuals with internet access, increases, even if the number of folks tapping the sites remains constant, the market share will appear to decline.

We've also had a run of milder winters.

All of that means that a "year" a decade ago is simply not the same as a "year" currently.

Going a bit further we now have numerous discussion sites that've gone "private". They are password controlled and there's never going to be any new blood there. We have no idea what they're saying and they don't care. Their share will grow. That's because people get tired of listening to others' uninformed opinions and BS.

These numbers are not based on market share they are based on numbers of people accessing a site. I guess you can say overall there are more people accessing more sites, but I cannot find any new debuts that are picking up all these new internet users.

Let's not leave out the fact that people are not wearing enough hats.

Can I ask with reference to your second point, when you say souls don't develop because people become distracted...

...has anyone noticed that building there before?